A new Experiential Marketing Code of Conduct has been
launched following concerns raised by Coca-Cola Great Britain that the existing rules did
not sufficiently cover live events.
Coca-Cola said the self-regulatory CAP Code did not fully
cover live marketing and ‘brand theatre’ and worked with the Institute of
Promotional Marketing and other organisations, including events industry trade
body Eventia, to help develop the new code.
Paul Dwan, assets and experiential, Coca-Cola Great Britain said
the beverage giant would require all its marketing agencies to abide by the new
He added: “Experiential and sampling activity is a big part
of Coca-Cola Great Britain’s
marketing strategy, across our portfolio of brands. We take our products
to the hands of consumers in new and exciting ways to drive brand engagement as
well as product trial, and we look forward to continuing to do this under the
Chair of Eventia and executive chairman of TRO Rob Allen, said
the document would be made available to all Eventia members via its website.
“We are pleased to have been working with the IPM to develop
the new Experiential Marketing Code of Conduct in the UK, thus advancing the regulations
that are in place within the industry,” said Allen. “Experiential and
sampling activity is a major part of brand marketing strategy, and we look
forward to continuing to do this under the new code.”